Because women tend to hold themselves to a higher standard of authority than their male colleagues, they’re more inclined to decline interview opportunities even when they’re qualified to comment and can add value.

Make it clear that you called your female source because of her relevant qualifications and that your story will benefit from her particular perspective.

If possible, facilitate her participation by traveling to where she is, doing the interview by phone or Skype or letting her children sit in the green room while she’s on air. Offering options can often make the difference to whether she’s able to accommodate your request.

Ensure that you give the same airtime and acknowledgement of titles, qualifications and achievements to female experts as you do to their male peers.

Tracking the gender of your sources over the space of a week or two will help you become more conscious of whether or not a more proactive approach is necessary.